10 key marketing trends for the US in 2025

With greater and faster advances in technologies like artificial intelligence (AI) and the continued evolution of media consumption — e.g. TikTok only launched in September 2026 — the pace of change is only going to increase. And there are always fresh opportunities for brands to connect with their audiences in more meaningful ways — if they can keep track of the trends.

In this article, we’ll explore emerging trends in marketing that are predicted to make waves in 2025 and beyond, and uncover how they can reshape your marketing strategy for success.

The influence of consumer behavior on marketing trends

Consumer preferences have always predicted how we market, but they are shaping the direction of marketing more than ever before.  

Today’s consumers aren’t interested in generic, one-size-fits-all marketing. They want experiences that feel like they were designed just for them — ones that show the brand they’re interacting with cares about them.

Brands that want to grab consumers’ attention need to create personalized ads, tailored product recommendations, and messaging that speaks directly to an individual customer’s needs. Better still is for brands to do this all in different media, like video.

Short-form videos — think TikToks, Instagram Reels, and YouTube Shorts — are the most popular type of content on social media. In fact, in its 2024 Consumer Trends Report, Hubspot revealed that 37% of consumers favor short-form videos for discovering products.

That said, no one enjoys ads that scream for attention or disrupt what they’re doing. Marketing in 2025 and beyond needs to feel natural and non-intrusive. The brands that can create seamless marketing moments are the ones that will win hearts (and wallets).

The top marketing trends for 2025

Current marketing trends that look set to stick around for 2025 include AI-driven strategies, the continued growth of short-form video, soundless advertising, in-game marketing, an emphasis on authenticity, and the dominance of ecommerce platform advertising. 

Let’s take a look at these and other new marketing trends on the rise in 2025 and beyond.

1. AI in marketing

Artificial intelligence is revolutionizing how marketers understand their customers and deliver personalized experiences — not to mention how consumers are finding products and services they buy. From automating repetitive tasks to analyzing massive data sets, AI helps marketers work smarter, not harder. 

Expect to see more tools that use AI to predict customer behavior, personalize content at scale and optimize marketing strategies on the fly. For businesses, the key will be knowing how to effectively integrate AI without losing that all-important human touch.

2. Short-form video content

Nearly 90% of consumers say they want to see more videos from brands. The popularity of TikToks, Instagram Reels, and YouTube Shorts in current marketing trends is a sign that bite-sized video content will continue to dominate the digital marketing landscape in 2025. 

The key to success? Short, snappy, and creative videos that capture attention in seconds. Brands that can produce engaging, short-form content will continue to win over audiences; especially younger consumers.

Looking for more video trends? Check out the latest trends in how consumers are watching, listening and surfing with our 2024 US Media Consumption Report.

3. Influencer marketing

Influencer marketing has shifted from being about follower counts to focusing on genuine, long-term partnerships. 

In recent years, micro and nano-influencers (who have smaller but highly engaged audiences) have become more valuable than macro influencers (those with 500,000+ followers on a given platform). This trend is set to continue, fuelled by consumers placing greater value on brand authenticity and trust. 

Collaborating with influencers whose values align with your brand will drive more meaningful engagement and brand loyalty.

4. Immersive marketing

From 2025, we’re set to see more brands using augmented reality (AR) and virtual reality (VR) to engage customers in more creative ways. Both are opening up new possibilities for marketers looking to create interactive and immersive experiences, and drive sales.

In a NielsenIQ survey, 56% of shoppers said that AR gives them more confidence about a product’s quality. When used to show customers how a product might fit into their life — like what it will look like when they wear it or place it in their home; AR can reduce hesitation at checkout and increase conversions by 20%.

5. Soundless ads

Adverts have long been a source of irritation for consumers. They interrupt a viewer’s content experience — and often loudly. 

This, and the fact that 78% of consumers who are close to converting prefer sound-off adverts, means the most effective ads will be the ones that catch the viewer’s eye without a soundtrack. 

Visuals and captions will be doing a lot of heavy lifting, so you’ll need to think visually to ensure your message gets across with or without sound.

6. In-game marketing

In-game marketing is becoming one of the hottest new marketing trends and it’s only slated to get bigger. 

This type of marketing offers brands a unique way to engage with a highly engaged audience, particularly among younger demographics. The challenge? Ensuring the marketing feels like a natural part of the gaming experience.

Whether you’re tapping into in-game marketing opportunities like product placements or branded content, you’ll need to collaborate with game developers to ensure this is done seamlessly.

7. Brand authenticity

Polished, overly curated content is losing its appeal. Consumers are looking for genuine, relatable brands. In a survey conducted by user-generated content marketing platform Stackler, 86% of respondents noted that authenticity is vital when deciding which brands they like and support.

This authenticity is enhanced when brands are transparent and communicate openly about their values, missions and any challenges they face. Brands must be honest about their business practices and acknowledge mistakes when they occur.

8. Real-time engagement

Consumers expect brands to respond promptly and genuinely to their enquiries and feedback. This means being present and available to engage in conversations, whether it’s through comments on social media posts or direct messages. 

Real-time engagement will become a vital component of effective social media strategies going forward. Brands that can master the art will likely be more successful in cultivating a community of loyal followers who feel valued and heard.

9. Ecommerce advertising

Global ecommerce is expected to generate a whopping $6.5 trillion in revenue by 2029. Which means ecommerce giants like Amazon will become the epicenter of advertising budgets. 

Brands will need to invest in optimizing their ad spend on these platforms, not only for paid search but also for product placements that seamlessly integrate within the browsing experience. 

Enhanced listings featuring vivid images and compelling descriptions are becoming essential tools for brands vying for prime digital shelf space.

10. Sustainability

Consumers are increasingly choosing brands that align with their values, particularly when it comes to sustainability. Almost half (46%) of respondents in PwC’s 2024 Voice of the Consumer Survey said they’re buying more sustainable products.

Brands that successfully integrate sustainability into their marketing efforts — highlighting their eco-friendly initiatives and communicating a commitment to social responsibility — will have a distinct advantage. 

These brands can resonate more deeply with conscious consumers who prioritize ethics when making purchasing decisions.

11. Voice search

In 2022, 58% of consumers aged 25–34 used voice search daily and 43% of people over 55 used it once a week. And it seems the popularity of this search method is only growing.

Consumers who use voice search are mostly at the consideration or conversion stages of the marketing funnel, meaning that optimizing content for conversational keywords and focusing on how people speak, not just how they type, can pay off.

Local SEO will also be crucial here. This might involve creating and optimizing Google My Business listings, utilizing location-based keywords and gathering customer reviews that contribute to your brand’s local visibility.

How to adapt your marketing strategy to these trends

Staying ahead of the latest marketing trends calls for more than just recognizing that changes are happening. You need to integrate them into your marketing strategy. Here’s how:

• Integrate AR: Create interactive marketing campaigns to enhance customer engagement. For example, allow customers to visualize products in their own spaces or try on items virtually.
• Make sustainability a priority: Highlight your eco-friendly practices and sustainable sourcing in your marketing messages. Show that you’re not just about profits but also about protecting people and the environment.
• Build authentic influencer partnerships: Establish relationships with influencers whose ethos genuinely resonates with your brand. Their authentic connections with their followers can lead to more impactful marketing.
• Enhance your ecommerce strategy: Prioritize buying advertising space on Amazon to position your brand in front of high-intent shoppers and increase your chances of converting.
• Make short-form videos your go-to: Get creative with engaging clips that grab attention fast. Use this format to create engaging, entertaining snippets that tell your brand story quickly and effectively to keep your audience hooked.
• Cultivate community connections: Encourage community engagement to build a loyal customer base. Create platforms for customer feedback, discussions, and interactions to help your audience feel like they’re part of something bigger.
• Leverage AI in marketing: Use AI-driven tools to make your marketing smarter. From personalized emails to predictive analytics, AI can help you understand your customers better and tailor your strategies accordingly.
• Create soundless ads: Use striking imagery and concise text to capture your audience’s attention and communicate your message effectively without the need for audio.  

How Attest can support your marketing efforts

Trends in marketing come and go, so you need to act fast if you want to make the most of them. Attest’s survey platform helps businesses like yours stay on top of consumer preferences and emerging marketing trends so you can take action before you miss the boat.

With our platform, you can easily gather valuable insights into your audience’s desires and behaviors. This isn’t just useful; it’s essential for refining your marketing strategies and ensuring your campaigns simultaneously tap into new marketing trends and resonate with your target market.

Use our market analysis tool to get an up-to-date understanding of your target customers so that you can make savvy decisions that put you ahead of your competitors.

The road ahead for marketers

The marketing trends shaping 2025 are all about connection, innovation, and authenticity. From AI-driven strategies to the appeal of short-form video content, understanding these trends is essential for any business looking to thrive.

By weaving these insights into your marketing strategy, you can create campaigns that truly resonate and keep your brand relevant.